Key words: consumer loyalty, relationship marketing, consumer commitment, consumer trust
Tulus Haryono, Dwi Hastjarjo KB.
LPPM-UNS, Penelitian, DIKTI, Penelitian Fundamental, 2008.
This study was meant to explain the relation between relationship marketing, consumer trust, consumer commitment, and consumer loyalty moderated by gender, income, and education. The data were collected through surveys to consumers loyal to Malls. This was done to ensure that the collected data had a predicting accuracy that is reliable to explain the phenomenon of consumer loyalty.
The number of sample was 419 consumers who came online casino and shopped to Malls by purposive sampling technique. The number of sample was determined by the quality of the given information and the reliability of the minimum number of sample required by the selected statistic method.
Based on the number of the sample, the tests of sample validity and reliability showed that the result was that the sample was valid and reliable. The data analysis was carried out by using “Structural Equation Model” (SEM).
The findings of the present study shows that: (1) there is a positive relation between relationship marketing and consumer trust, (2) there is a positive relationship between relationship marketing and consumer commitment, (3) there is a positive relation between consumer trust and consumer commitment, (4) there is a positive relation between consumer commitment and consumer loyalty, and (5) there is a positive relation between relationship marketing and consumer loyalty.